MullenLowe Singapore looked to break the rules of traditional automotive marketing, treating it more like a work of art or fashion design
MullenLowe Singapore has created an immersive 360degree campaign to celebrate the launch of ‘Maserati Ghibli Operanera’, a creative collaboration between the iconic Italian automotive brand and Hiroshi Fujiwara, the founder of Fragment Design and a pivotal figure in shaping streetwear culture.
This is the first time Fujiwara has collaborated creatively in the automotive industry, interpreting Maserati’s iconic Trident brand through a street culture lens.
To launch the collaboration, MullenLowe Singapore looked to break the rules of traditional automotive marketing, treating it more like a work of art or fashion design. Following a global pitch, the team developed a global campaign that takes inspiration from street art and Anime and uses the streets of Tokyo as a canvas and backdrop for much of the promotional activities and creative work.
The limited-edition Maserati Ghibli Operanera was revealed on the streets …